Fivetran is now beginning to run more traditional, multi-channel marketing campaigns which will be driving a higher volume of top-of-funnel traffic to our website, and our homepage will likely be these users' first major entry point to Fivetran. Inspired by a growing number of PLG companies that have a ‘Why___?” page, this page seeks to have a clearer marketing narrative and highlight the multiple reasons why a prospect should choose their product over others. By shifting our homepage to a lighter background, leveraging more real-world photography that showcases recognizable customers and use cases, and adding more social proof to highlight our legitimacy, we believe that a new homepage design will better engage our prospects and drive a meaningful increase in website conversion.

We opted for a new approach to our homepage strategy with a stronger marketing narrative highlighting benefits and value over technical features and a lighter design direction with updated typography and real-world photography. We hypothesized that the new homepage would drive a meaningful increase in website engagement and in turn, conversion. The test ran for 6 weeks to all marketing site visitors